To: Paul J. Colbert
From: Po Chiao Huang
Date: March 25, 2013
-------------------------------------------------
Re: RSCH5500: Article Critique I
-------------------------------------------------

-------------------------------------------------
Reference: Chen, H. G., Liu, J. Y. C., Sheu, T. S., & Yang, M. H. (2012). The Impact of Financial Services Quality and Fairness on Customer Satisfaction. Managing Service Quality, 22(4), 399 - 421. doi: 10.1108/09604521211253496
-------------------------------------------------

Introduction The researchers Chen, Liu, Sheu and Yang study the impact of financial services quality and fairness on customer satisfaction. The purpose of this study was to inspect the connection between service quality and fairness on customer satisfaction. This study focused on the financial services and banking industry in Taiwan.
Also, there are many researches had proven service quality and customer satisfaction are very important in the competitive business environment (Zeithaml et al. 1996; Parasuraman et al. 1988; McDougall and Levesque, 2000). However, the authors found there were some problems have not been examined such as conjecture relationship and customer trust in the banking industry.
In addition, the authors point out the positive effect on fair service and customer satisfaction. Since they got 420 valid questionnaires support their hypotheses which include services fairness have a positive effect on trust and customer satisfaction. Thus, fair service plays an important part in the banking industry. As a result, creating a comprehension of how the services fairness levels impact customer satisfaction is needed for financial services. According to the researchers there were new assessment method be used in examining the quality valuation for customer service which is called FAIRSERV. The FAIRSERV include four measures: distributive, procedural, interpersonal and informational fairness Carr (2007). These four measures indicated the customer’s behavior and emotion perception of distributive (Cohen-Charash & Spector, 2001) ; the employee feelings to their managers of perception of distributive (Ayee et al., 2002; Ramaswami & Singh, 2003) when they treated unfairly.
Moreover, the authors believe the FAIRSERV not only direct effect the customer satisfaction but also indirect effect the feeling of customer’s service quality. Unfortunary, in this study model, it is not tested and hypotheses also. However, this model was being used in this study as control purpose, in order to increase the external validity of the research.
The authors build up the connection between fair service, customer value and customer satisfaction by propose following hypotheses:

H1. Service fairness is positively associated with customer satisfaction.
H2. Service fairness is positively associated with customer perceived service quality.
H3. Service fairness is positively associated with customer trust.
H4. Service fairness is positively associated with the customers’ perceived value.
The authors found some of secondary sources to bolster their research. According to Nooteboom and Kumar (1997, in He et al., 996), trust is a vital intermediary between customers and sellers in the market. Especially in the financial services, trust is even more important because it comes to customer property, insurance or life savings. Customers are more eager to find a trustworthy financial services ( Chenet et al., 2010).
In addition, Sigala and Kang (2006b, in He et al.) indicated that is very important to understand the customer’s value, it can improve the customer severs. Similarly, Yi and Morgan (1990, in He et al., 2005) said, customer satisfaction is always considered to be the main concept and goal of all commercial activities. What’s more, Lymperopoulos (2006, in He et al.) stated that the key factor is the quality service. There are the secondary sources that the authors used in